A mumble jumble of a word, and we have a name. What? Well, it is not just a name but an association. Unlike a person’s name, a brand name carries two things- identification and differentiation. The first step is identifying what your brand stands for and differentiating it by how you are unique.
What’s in a name? I will say everything you do.
Hello, learn crusher!
There is no right or wrong when it comes to naming a brand. Mostly you won’t know how it works until you see a customer’s reaction. Sometimes, the process may take a little longer for an “Ah-ha” name.
How do people react to words?
What is a brand name? Ultimately it is a word. It can be familiar or unfamiliar to people. Our brain reacts to it in the following way:
- The first encounter with a word
- Formation of a clear image of it- either visual, auditory or both
- Learning the meaning of it
- Making a memory connection
- Using the word
From childhood, our brain continuously develops associative neurons. These neurons collect information from senses about the world around you and decide how you respond to it. While growing up, you attach your experiences with words and react positively or negatively to them.
Different areas in the left hemisphere of the brain are activated. These areas perform specialized sub-tasks such as hearing words (spoken by others), seeing words (reading), speaking words (speech) and generating words (thinking with language).
Coming up with names
- Mix and match words
- Combine words or word parts
- Alter the spelling- add, remove, change letters
- Explore words from other languages
- Use figures of speech
- Adding sound to your word
The Process of Branding
Every thought needs an action verb to make it a process, i.e., conceptualization. Thus, we have an outline to get started. We need certain boundaries, too. The words should be in this range or with similar meanings. These are your parameters. For example, you need a name for a fashion brand that should define sustainability and love for nature. So, you have an outline (an idea that you need a name for a fashion brand) and the parameters (sustainability and mother earth). You have to work within this range. Therefore, you are brainstorming in a specific direction. You have background information and guidance. You can come up with multiple ideas and create a master list. A master list is where you will put every name that comes to your mind.
Start thinking about synonyms, metaphors, meanings, phrases, competitors’ brand names, and every resource to get started. Cluster everything in one place like a mind map, excel sheet, or in notebook.
Looking back to fashion brand names with nature as a parameter, the names emerging from it can be Greenee fashion, Eco color, natural, eco threads, changing seasons, and bloom.
Now you have to select and screen out names. Search for keywords online, look for domains, trademarks, and all the aftermath. See what initial emotions a name generates by asking it to your friends, family, and other people- you need to test the word. Viola! You will finally have a brand name.
